In his 2012 TEDxSanJoseCA Talk, Doug Dietz (Principal Design Thinker from GE Healthcare) talked about his "failed" MR scanner project and what he did to develop a more human-centered design through what became known as "The Adventure Series". We talked with him to learn more about the work that went on behind the scenes of this project and what we can all learn by "falling in love with who you design for". TEDx Talk by Doug Dietz: https://youtu.be/jajduxPD6H4 Additional Reference (Photo and Video within): http://thisisdesignthinking.net/2014/12/changing-experiences-through-empathy-ge-healthcares-adventure-series/ Also check out this related summary from getAbstract, "The Road to Reinvention”: https://www.getabstract.com/en/summary/leadership-and-management/the-road-to-reinvention/22668